Wrigley plans caffeinated gum launch next month

By Alaric DeArment

CHICAGO — Wm. Wrigley Jr. Co. is launching a new chewing gum that comes with a kick.

The chewing gum maker, part of Mars, plans to introduce Alert Energy Caffeine Gum next month, with full distribution expected this summer. The gum, which the company will launch at convenience stores, supermarkets and mass merchandisers, is designed for adults aged 25 to 49 who use caffeine for energy and want a portable product that lets them control caffeine intake, the company said.

Each piece of gum contains 40 mg of caffeine, equivalent to 4 oz. of coffee, and the gum is sold in packages of eight for $2.99. Despite the flavors, the gum has a bitter taste, but the company said that, the hexagonal shape of the pellets and the packaging would differentiate it from traditional chewing gums.